Disturbing proof the online review that made you book your holiday may be FAKE: Investigation reveals an entire industry is dedicated to generating bogus appraisals for cash

‘If you want to give a good impression or mislead consumers into trusting you, the best way to do it is to fake online reviews,’ says Chris Emmins, co-founder of reputation management company KwikChex. ‘People want to believe these online reviews come from genuine people but often they are not. In fact they enable some companies to defraud consumers — there is no question about it.’